The seventh edition of the annual packaging design competition attracted nearly 1,400 entries from five continents and 49 countries, with winners receiving their Bronze, Silver, Gold, Platinum or Diamond Pentawards last Saturday in Barcelona. Design firm Family Business took home the Diamond Pentawards - Best of the Show 2013 award for its design of 4,000,000 Absolut Unique bottles, an ingenious project that we covered earlier. Also included below are the category Platinum winners, along with comments from the judges. More information and galleries of winners from this and previous years are available on the Pentawards site.
Design: Absolut bottles
Designer: Family Business (Sweden)
"They did not know it was impossible, so they did it," said Mark Twain. This truth was certainly behind the idea developed by Family Business: to produce 4 million bottles, each one unique.
For years, Absolut Vodka has been a leader in innovation and in the launch of limited editions such as Absolut Disco, Absolut Rock, Absolut Masquerade, Denim, 100, Bling-Bling, Miami, No Label... and many others.
In 2012, it was time to redefine the Limited Edition concept as such. The idea "naturally" came to create unique bottles, and no less than 4 million, so that each bottle would become a limited edition itself. A huge challenge. An impossible challenge? No, not for Family Business, not for Absolut.
It only took them a lot of work, creativity, passion -- and no doubt an unmatched power of conviction -- to "sell the idea" and set up a dedicated (and unique) production line, capable of producing 4 million bottles, each one different. The film in the Annex is well worth viewing.
As a result, nearly 4 million bottles were sold before the end of the promotion campaign, without any reduction in price, and furthermore during the holiday season when competition is greatest. Rather than choose between Absolut and another brand, the consumer chose between different "Unique" bottles. This is exactly what Family Business wanted. Mission "impossible" accomplished.
It made perfect sense, therefore, that the Pentawards International Jury awarded the unique Diamond Pentawards 2013 to Absolut Unique.
Design: Budweiser can shaped like a bow tie
Designer: Metaphase Design Group, Inc (USA)
A brand stands out from others mainly by its colour, its name, its shape. In the world of beer, mainly sold in cans, it is not easy to break out. Yet this is what the creative and engineering staff of Metaphase Design Group did by offering Budweiser "The King of Beers" a can shaped like a bow tie. Knowing the technical challenge of producing large quantities of cans at speed, one can only admire the result obtained by Metaphase Design Group. The primary objective was to create a more attractive can, visually, functionally and emotionally, in order to attract new customers to this great American classic brand. Goal achieved. Holding a Budweiser can in hand is enough to understand the added value to the brand, thanks to this unique shape in perfect harmony with the brand logo. You could not do better!
Design: Packaging of Tiger Nuts by Walkers - Lays
Designer: Design Bridge (United Kingdom)
In the world of crisps, crackers and nuts sold in bags, it is imperative to "stand out". Competition from national brands and private labels is pushed to its limit. Owned by PepsiCo, the Walkers brand (Lays) is the market leader in crisps and seeks a similar position in the nuts market. To achieve its goals, Design Bridge created a design representing the face of a tiger in which you can read a subliminal image, Tiger Nuts, very cleverly and creatively designed like the distinctive black stripes of a tiger's fur.
Design: A packaging range for Strong Nutrients food supplements
Designer: Pearlfisher (United Kingdom)
Strong is a brand of high quality food supplements developed to target health and beauty at the cellular level for a younger, stronger, more dynamic body. The objective of Pearlfisher was to stand out from functional brands and create the concept of "beauty from within" by providing an experience of the ultimate benefits of Strong in a unique and emotional way. The design showcases beautiful and elegant birds which are known for their hidden strength (owl, barn owl, Pegasus,...). The illustrations are treated in a symbolic, timeless and elegant way. The result is visually striking, creating high visibility for both retail and e-commerce.
Category: Other Markets
Design: The packaging of JEROHnimus decorative products
Designer: Studio Kluif (The Netherlands)
JEROHnimus is a brand of household products (pillows, dishes, vases, decorative objects, ...) inspired by the works of the Dutch painter Hieronymus Bosch (1450-1516), known for his work in the quirky, mystical, surreal and disconcerting style. Studio Kluif was inspired by the great painter to create a range of packaging which presents products in the distinctive atmosphere of Bosch's paintings. Here however, this style is expressed in a contemporary way through photography, bridging the gap between a rich cultural past and a promising future.
Design: The wooden case of The Balvenie 50 whisky bottle
Designer: Here Design (United Kingdom)
David Stewart is known around the world by lovers of Scotch whisky. Starting at 17 as an apprentice at the Balvenie distillery, David Stewart dedicated his life to making the best whisky. To celebrate the fiftieth anniversary of his arrival at Balvenie, a limited edition of 88 bottles (sale price £20,000) was produced from a rare cask of Balvenie single malt distilled in 1962. The Here Design agency was entrusted with the creation of this commemorative limited edition. Working together with the Scottish cabinetmaker San Chinnery, the agency opted for a cylinder composed of 49 layers of wood and one of brass. The layers of wood are made from 49 local tree species (Galloway Ash, Borders Oak, Lothian Walnut, Cherry, Yew, Fife Beech, Banffshire Elm,…). One layer of brass, on which is engraved the history of this exceptional single malt, mentions the distillery stills. Inside, under another brass plate, a certificate of authenticity can be seen. On the label of the bottle made of blown glass, significant dates in the production of this whisky are mentioned. The wooden stopper is also hand made by the craftsman.